product marketing

The marketing industry is a crowded space. As consumer attention spans decline and quality engagement becomes harder to come by, marketers are forced to get even more creative. The eternal battle for attention, for a way to stand out, requires marketing professionals to stay on top of trends, have the ability to predict consumer behavior, and find innovative ways to promote their brands.

So what happens when a marketing professional is struggling to make the connection between the end consumer and the product? Often, it can be difficult to bridge that gap, to convince consumers that they need the product in question. What next?

Instead of narrowing the focus to only promoting and selling products, think bigger. What’s the big picture? What impact does this brand want to have on the consumer? How does one market an idea and not simply just a product?

Idea marketing stems from a need to make a lasting impression on consumer behavior. The expansion of the marketing to promote the idea behind a product can often have a more impactful effect because it helps relate the product and the idea behind it to a need of the consumer.

Consider the example of a fitness brand promoting its line of resistance bands. These bands, available in a package of various resistance levels and sizes, are meant to be a supplement to an exercise program. But the bands aren’t selling very well; there is so much competition within the industry that marketers are struggling to gain traction and move the needle.

So take a step back and look at the bigger picture. What impact should this brand be having on the community? Fitness and wellness are a big topic right now, and it seems new brands touting massive results are popping up each day.

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For a brand promoting fitness equipment, perhaps promoting an easy, accessible way to exercise will help align the product with the needs of the consumer. Consider adding content geared towards stay at home parents or those who work from home on social media and websites. This content will help steer these types of people to the brand when they’re searching for in-home exercise options.

It is easy to get stuck in the hamster wheel of sales. But just relying on advertisements can be detrimental to the overall effectiveness of a marketing campaign. Instead, expand the worldview a bit and think of marketing the concept: easy, in-home fitness, for example. Rather than shoving product into consumers’ feeds at all times, promote thelifestyle, and position the product as a supplement to this lifestyle.

Consumers want to feel a connection with what they purchase. They want to feel as if their life will be more complete with this purchase. Running promotions, sales, and giveaways will only get a brand so far when it comes to accomplishing this connection. Rather, promoting the message of a brand, the mission of it, will be more effective in generating authentic, long-lasting customer relationships and long-term success for a product.

5WPR CEO Ronn Torossian – founder of 5W Public Relations

Ronn Torossian


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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.